The relationship between circular-economy products and consumer purchasing behavior
Abstract
Environmental problems have increasingly become a major concern for economists over the past few decades. Shifts towards the consumption of circular economy products is a desirable alternative to create sustainable development and gain environmental benefits. However, there is an absence in the study for a circular economy product, especially in Vietnam. Thus, this research purpose is to examine factors that affect customers purchasing behaviour using the TPB model. A total of 300 valid responses were collected and examined using Structural Equation Modeling (SEM). The result of this study indicated that attitude toward behaviour and perceived behaviour control significantly affect behavioural intention while subjective norm does not. Behavioural intention, as expected, is found to positively support actual behaviour. The findings of this research improved the understanding of customers purchasing behaviours, which provides guidelines for businesses to boost the consumption of sustainable products.